Taobao TV live streaming: live streaming sales usher in a new era

In the digital age, every technological innovation has brought about earth-shaking changes in the business model. As the new favorite in the e-commerce field, TV Taobao Live is leading live streaming into a new era. From traditional shelf-based e-commerce to the new era where content is king, TV Taobao Live, with its unique large-screen advantage and the convenience of e-commerce, has built a new interactive bridge for brands and consumers.

TV Taobao is such a platform that is large-scale, precise and effective.

Black Myth: Wukong has become a global hit. As the first domestic 3A masterpiece, the game has triggered a global Journey to the West cultural craze as soon as it was released. Although high-quality games are a necessary condition for the success of domestic stand-alone games, the cultural imprint of "Wukong" in the bones of the Chinese people is the key to the success of the game.

From a marketing perspective, cultural imprinting is actually "occupying the mind". Looking back at the process of Journey to the West culture occupying the minds of Chinese people, the effect of "television" is indispensable. Without the 1986 version of Journey to the West, which dominated the screen every winter and summer vacation through "television", how could "Wukong" be so successful today?

So, how can we bring into play the ultimate mind-occupying effect of "television" as a communication medium? It is not enough to cover some TV brands and some TV models. Only by covering all TVs and reaching all TV users in the country can the communication value of "television" be brought into play to the extreme.

TV Taobao is such a platform that is large-scale, precise and effective.

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Why has "live TV e-commerce" with high traffic and wide exposure become a new trend in e-commerce?

Shelves? Or content? In the past, the debate about e-commerce has always been binary. Some people believe that shelves are king, and shelf e-commerce can reflect the overall ability of a platform to serve consumers and merchants, and providing a super-complete supply is the kingly way to achieve growth. In addition, some people believe that content is king, and content e-commerce is the future trend. The natural traffic brought by high-quality content seems to be the only way to escape the internal circulation of shelf e-commerce.

The shelf faction and the content faction may have their own advantages and disadvantages, but the future of e-commerce must be a combination of both, and they will continue to merge. So, is there a model that has both the full range of shelf products and the advantages of content?

TV Taobao, which is a descendant of Taobao, the leading domestic shelf e-commerce platform and has the advantage of large-screen TV content, is creating a new solution - "TV live e-commerce".

As the only large-screen e-commerce platform in China that has compliant e-commerce live streaming, it is natural for TV Taobao to be the leader in "TV live streaming e-commerce". From the perspective of e-commerce, TV Taobao's performance marketing capabilities have been recognized by more than 2,300 KA merchants, and the number is still expanding. From the perspective of "TV live streaming", after launching "OTT live streaming e-commerce" in April, TV Taobao continued to make efforts to cover the "homepage channels" of all mainstream TVs across the country during this year's Double 11.

All TVs, homepage coverage, automatic start, live streaming, this means that all brands will have the strength to become "Wukong". A simple logic of scale + repeated exposure is subverting traditional advertising, that is: it is no longer only the prime time of TV stations that can cover all audiences across the country at a fixed time and place. The model of Datong Investment is no longer a multi-media purchase and complex bargaining. From the perspective of traffic conversion, a budget can catch this "overwhelming wealth" from the blue ocean of large screens.

TV Taobao makes marketing simple by leveraging the effect of "live TV broadcast".

In addition, high traffic and exposure mean scarce resources. As TV reforms deepen, the proportion of free content has increased significantly, attracting more users to turn on their TVs. At the same time, the number of "homepage channels" has been reduced to no more than 15, which means that occupying the homepage channel means grasping the golden traffic on the big screen and will also occupy a valuable place in the minds of consumers.

Of course, "trends" are not just talk for themselves. Only when everyone is rushing to it, does it mean that an era has truly arrived.

At this year's TV Taobao New Marketing Autumn Summit, TV Taobao joined hands with Taobao Live, China Media Group, Wasu, Hisense, Xiaomi, Konka, Skyworth Coocaa, TCL, and Changhong to launch the "TV Live E-Commerce Alliance."

The gathering of executives from Taobao, broadcast control, and TV manufacturers can only mean one thing: there is a lot of room for "TV live e-commerce". It is foreseeable that the alliance is only the first step, and the beginning of a new era of "live streaming with goods" has already begun.

World Online Merchants

"Live TV E-commerce" is the ticket to the next era of dividends

If the golden age of mobile Internet has become a thing of the past, then the future of "live TV e-commerce" is just around the corner. There are no new tickets to the mobile Internet, and the traffic dividends of the next decade belong to large-screen TVs and live TV e-commerce.

E-commerce practitioners can all feel that the mobile traffic dividend has been exhausted, and the price of traffic has risen sharply. Of course, everything should be based on facts and data. According to the "2024 China Digital Marketing Trend Report", advertisers' expected growth rates for mobile social media marketing in 2022-2023 are 19% and 17% respectively, but the actual growth is only 14% and 12%. This shows that even social media marketing, which mobile terminals are proud of, advertisers have lost confidence in it.

On the other hand, in the composition of China's Internet advertising traffic on large screens from 2021 to 2023, only OTT is growing, while PC and mobile Internet are both down by more than 5%. In terms of OTT advertising traffic, video services represented by iQiyi, Youku and Tencent Video have declined slightly, while TV hardware manufacturers' traffic has increased by 7.3%.

As a new representative of OTT marketing, a close partner of manufacturers, and the initiator of the "Live TV E-Commerce Alliance", Taobao TV will undoubtedly play a key role in opening up the dividends of the next era.

However, no matter what form it takes, "live TV e-commerce" will eventually be watched by people. What is the value of the TV Taobao crowd?

Judging from the users reached by TV Taobao during the 618 shopping festival, the proportion of married users with children and married users without children on TV Taobao is significantly higher than that of the Taobao market. At the same time, the TGI index of users aged 25-39 is also higher than the average level of the Taobao market. In terms of the distribution of cities, TV Taobao performed strongly in the new first-tier cities, but also showed extraordinary vitality in fourth- and fifth-tier cities.

This fully proves that whether it is the expansion of luxury consumer groups or the user coverage in the sinking market, TV Taobao has a broad and solid user base. In terms of the difference in population that merchants are most concerned about, 39.5% of the active users of TV Taobao are inactive users of Taobao Mobile.

Therefore, "live TV e-commerce" is watched by people who have great e-commerce value. With the trend, the blue ocean, and the crowd, isn't "live TV e-commerce" represented by TV Taobao the only choice for merchants in the future during big sales?

In the short term, choosing TV Taobao means choosing the fast lane of growth, while in the long term, it means choosing to become a participant and witness in building the next form of television.

World Online Merchants

Television, innovation never stops

It has been a hundred years since British inventor John Logie Baird invented the first television in 1925. From CRT technology to LCD and OLED technology, television technology has undergone tremendous changes in its development.

Perhaps in another hundred years, television will no longer be television, but human beings’ desire to spread information will always transcend the boundaries of time. In the era of “live TV e-commerce”, you and I are witnessing history, and as important participants, you and I will also become history worth remembering.